In the week since Universal and Focus Features premiered the trailer for Fifty Shades of Grey, the 2 1/2-minute promo has become the biggest online trailer launch in history, the studio said.
The steamy adaptation of E L James‘ 2011 erotic bestseller tracks the love affair between a naive young woman and a dashing entrepreneur who was damaged as a youth and rejects intimacy. Sam Taylor-Johnson directs and Dakota Johnson stars as Anastasia Steele and Jamie Dornan as Christian Grey. After strategically building up the July 24 trailer debut with teases on NBC’s Today and in Beyonce’s Instagram feed, Universal scored more than 100 million views across all platforms in a week. That is about the number of books sold globally.
Some of that staggering online success is more easily quantifiable than others, given the nearly 33 million YouTube views logged in a week from Universal’s two official uploads alone. “Fifty Shades Of Grey trailers are pulling monumental views” from two separate uploads this week, said RelishMix CEO Marc Karzen. The trailer on Universal’s YouTube channel attracted more than 13 million views, and its UK sibling did even better, with 19.3 million. “Add to that ripped and reposted versions on movie fan channels. It’s unprecedented for a film that’s six months out.”